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Lamborghini begins Urus marketing push with terrain mode videos

The Lamborghini Urus SUV is coming. It's a done deal, so now the marketing push begins before its December 4th debut. Lamborghini is highlighting the Urus' off-road capabilities in the videos we're going to share with you, and that's not a bad way to start, since every other Lamborghini around has strada, sport, and corsa down pat. (That's street, sport, and track for those of you who don't speak Italian.)

It's the sabbia, terra, and neve (sand, off-road, and snow) bona fides that need to be nailed down for the Urus to sell, so it's a smart play to highlight them right off the bat. Especially since its predecessor, the LM002, had fairly legendary capabilities – and prodigious fuel consumption. Expect that to be better in the Urus, whose twin-turbo V8 of about 650 hp and 600 lb-ft of torque should be civilized enough to guzzle fuel at a more measured pace. After that, a plug-in hybrid will reduce fuel consumption even further.

Lamborghini's also smart to push the reveal back past the noise of the LA Auto Show, so the Urus can stand on its own four tires. We expect to see more of these drive mode videos released as we get closer to the reveal, so stay tuned.